Social media: the dos and don’ts of complaining online

IN the past consumers who wanted others to know about their bad experience with a business would usually rely on word of mouth or perhaps a strongly worded letter to a newspaper editor.

Nowadays it’s commonplace for people to speak out on social media. With more businesses using social media as a way to advertise and connect with customers, it’s only natural that consumers will use these channels to complain too.

From our perspective if a social media exchange between a customer and business results in an agreed outcome, without Consumer Protection intervention, than that’s a good thing.

If you have a problem with something you have bought, before complaining on social media you should consider whether it is more appropriate to converse with the seller another way.

This might be a phone call, a letter to the business manager or sending an email via the company’s official website.

If there is no clear dispute resolution process, or you are not getting results by following it, then social media is an option.

You need to know what you want from the exchange. Removing emotion from the situation, only stating facts and repeatedly messaging (calmly) will put you in the best position.

If a business has social media channels it wants to counteract negativity in that space and generate good public relations. This means that if you ask for help to solve a problem in a reasonable way, the business will likely want to assist you because refusing would make it look bad.

Consumer complaints on social media that go viral and receive public support tend to be exceptional scenarios, such as a shop discriminating against a person with a disability and the store Manager refusing to correct the wrongdoing by his member of staff.

Anyone on the attack and engaging in insults or expletives is unlikely to get the desired outcome from the (often blameless) person managing the social media account for that business.

· Tweet directly using the handle so that the conversation is between two parties only.

· Write a Facebook review or wall post rather than a status update with a tag.

· Use clear language and act in a mature manner.

· Be prepared to take it offline if the business offers phone or email communication.

Don’t:

· Write things that are attention seeking, assumed or untrue (we have encountered cases where WA businesses threaten consumers with legal action because comments posted on social media are defamatory).

· Communicate in an aggressive or potentially offensive way e.g. swearing.

· Screen shot comments or conversations and repost them

· Tag multiple organisations or influential people for impact

The good: @businessonTwitter I bought XX product online, it broke during 1st use, no reply to 2 x emails asking for replacement. Can you help?

The bad: Bought XX from @businessonFacebook and it broke first use.They haven’t even responded to my email asking for another one. @rivalcompany @consumergroup

The ugly: Hey @business product XX is a load of cr*p. Check out my photo! No I won’t respond to you on email, I want everyone to know not to buy one.

Businesses wishing to find information about how to respond to negativity online should have a look at the Australian Competition and Consumer Commission website.

There is also some useful information on the WA Small Business Development Corporation’s Facebook page.